A Study of Mass Communication Media Influence upon the Adult Learner--Implications for Programming.

Brahce, Carl Irwin

This study examined the educative influence of the mass media upon the adult learner. A questionnaire was used to obtain data from a stratified random sample of 511 adults enrolled in the Spring, 1969, term at Michigan University Center for Adult Education. Among the findings were: (1) although the potency of television and radio for transmitting local, national, and world news was recognized, adult education participants relied more extensively upon printed materials; (2) participants were most interested in areas of contemporary importance nationally and socially; (3) a positive relationship was seen between those subjects and/or programs monitored in the media; (4) adult education and other professional services ranked below the mass media as primary information sources for meeting specified needs; (5) there was a positive relationship between adult courses taken and leisure-time activities. Among the programing implications were: television still had serious limitations as an educational medium; the relationship of expressed needs to contemporary issues suggested the importance of contemporary programing; and adult educators should possess social awareness and should cooperate with mass media professionals. (Author/NL)